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While establishing its reputation as a jeweller, the core business of Chow Tai Fook Jewellery Group is retailing. Frontline sales employees are the majority of its workforce, comprising about 60% of total employees. At the recent Asia Recruitment Awards 2019, the Group won the award for Best Internship Programme. The SMART Experience Internship Programme was launched in 2017, a diversified Do Good (CSR) Internship Programme that enables young talents, including visually impaired students from Dialogue Academy, to develop as team players to acquire the multi-skills of business, develop inter-personal and communication skills and train up their creative mindset for them to showcase their talent and explore their future careers.
The Smart Experience ensures that employees of Chow Tai Fook embark on an engaging and diversified journey. This includes:
• Job rotation to various departments, including marketing, sales management and
• Role-playing as frontline sales staff
• Acting as on-site helpers in marketing and CRM events
• Mastering various practical skills and knowledge in each department
• Group presentation and exchange of creative ideas
• Visiting to brand new Chow Tai Fook Experience Shops, offices and plants in Hong
Kong and Mainland China
• Participating in an innovative project competition to showcase creative thinking
This SMART Experience programme is not only about creativity, but it also allows talents to unleash their innovative ideas through diversified learning and practice. It stands out in that it involves appealing elements that are tailor-made for today’s young generation. This programme offers many opportunities for internees to express their ideas through participation in various departmental tasks and creative projects. It enables them to acquire knowledge and hands-on experience in a dynamic way.
Diversity & Inclusion at Chow Tai Fook
Additionally, the Group promotes diversity and inclusion by engaging disabled talents. They can get business experience and show their strengths as a job reference for pursuing further employment opportunities. Inter-personal, communication and cross-cultural adaptation skills can also be gained. Through various internal communication channels, its employees understand more about the objectives of implementing this brand new SMART Experience. They were also very engaged in the programme as it involved the inclusiveness of Do Good, Diversity and Be Creative. Visually impaired talents were engaged and they also discovered – and demonstrated – their capabilities. They also received positive feedback from the marketing and sales management departments. They came to realise their strengths and appreciated their efforts and attitude. Converting the Do Good spirit into Do Good action is a reflection of the Group’s corporate culture.
Visually impaired talents were engaged and they also discovered – and demonstrated – their capabilities. They also received positive feedback from the marketing and sales management departments. They came to realise their strengths and appreciated their efforts and attitude. Converting the Do Good spirit into Do Good action is a reflection of the Group’s corporate culture.
A polished customer experience
Being a distinguished jeweller in the industry, and a company that has been around for almost a century, Chow Tai Fook is dedicated to creating a seamless and unique customer experience through its commitment to innovation, technology and sustainability. This is boosted by its recently embarked-upon “Smart+ 2020” strategic work plan. This commits to delivering a seamless experience to its customers in the long-term with the following five areas of focus:
(1) Introducing more product offerings and innovations coupled with the launch
of its multi-brand strategy
(2) Enhancing in-store experiences and fostering omni-channel retailing
(3) Cultivating customer-led manufacturing capabilities and versatile supply chain
to reinforce a personalised shopping journey
(4) Investing in data analytics to deliver insights for a more efficient operational
model that can respond to fast-changing consumer preferences
(5) Inspiring an innovative and entrepreneurial culture for talent development
across the organisation and the jewellery industry as a whole
Corporate social responsibility is one of Chow Tai Fook’s guiding business principles and a key metric of its success. The Group continues to focus on its Do Good programme to promote a positive and caring attitude that is embedded in
its corporate culture to showcase a commitment to creating a better world. Chow Tai Fook Jewellery Group adheres to the efficient use of economic, social and environmental resources while being mindful of its responsibility to society and
creating shared value with its employees, other stakeholders and the community.
An indicator of Chow Tai Fook’s continuing business innovation is its T MARK diamonds. As an assurance of authenticity, each T MARK diamond is inscribed with a mark that carries a set of unique serial numbers, enabling customers to trace the life journey of a diamond from sourcing to production. The patented nano-inscription technology of the mark was awarded a gold
medal at the 46th International Exhibition of Inventions of Geneva in April 2018. Recently, Chow Tai Fook collaborated with the Gemological Institute of America as one of the first-movers to use blockchain technology to deliver secure digital diamond grading reports. Such an extension of service enhances the consumers’ trust and experience and illustrates the distinct values the company extends to its customers.